CLUB 11 was created as the official shots brand of StukTV, developed to bring their iconic ritual to the wider nightlife scene. The goal was to introduce a completely new low-alcohol shots brand to the Dutch market — not only for existing fans, but for anyone 18+ enjoying nights out in bars, clubs, festivals and parties. The brand needed a digital home that felt loud, energetic and ready to make a statement.
My Role
I led the full digital rollout from concept to launch.
- Project Lead – coordination, planning and communication.
- UX/UI Designer – designing a bold, high-energy brand experience.
- Shopify Developer – building, customising, integrating fulfilment and optimising the full Shopify store.
Features & Deliverables
The project resulted in a complete online presence with features tailored to both consumers and business buyers:
- Fully built Shopify webshop aligned with the packaging and brand identity.
- B2B ordering area for bars, clubs and retailers with separate access and flows.
- Dynamic, interactive elements to keep the experience playful and immersive.
- Micro-animations to enhance the brand personality.
- Community-focused pages and Instagram integration supporting future loyalty and engagement.
- Responsive, fast and scalable setup for future product drops and campaigns.
